Jakks Pacific courts Spanish-speaking consumers

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NEW YORK — Leading U.S. toymaker Jakks Pacific has expanded its licensing agreement with Televisa, the largest media company in the Spanish-speaking world, and Univision Communications Inc., the leading media company serving Hispanic Americans, for the “El Chavo” brand.

“El Chavo,” made famous by comic Roberto Gómez Bolaños more than four decades ago, is a Mexican sitcom that became popular not just with Mexican audiences but also with audiences in Latin America, Spain and the U.S., reaching more than 350 million viewers worldwide.

As part of the expanded agreement, Jakks will have rights to manufacture, distribute and market consumer products inspired by the show. Currently the North American Master Toy licensee, Jakks will now have rights to various product categories that extend well beyond toys. These categories include party supplies, back-to-school supplies, home décor and bedding, housewares, health and beauty and apparel accessories.

“‘El Chavo’ is one of the most enduring and beloved properties to Latino families today, after being on the air continuously for more than 40 years,” said Timothy Thompson, VP, new business development, Jakks Pacific. “It is clear to us that ‘El Chavo’ resonates with Latinos as a reminder of their roots and as a reflection of their cultural heritage. We look forward to working with Televisa and Univision on this expanded licensing agreement and launch of a full array of innovative and exciting ‘El Chavo’ products at retail to further extend this beloved evergreen brand that has transcended generations.”

“We are truly excited to embark on such a historic partnership with Jakks Pacific,” said Maca Rotter, executive director, Televisa consumer products. “Jakks’ utmost commitment to the ‘El Chavo’ brand makes us confident that these products will exceed the expectations of Hispanic consumers throughout the U.S.”

“Our expanded agreement leveraging Jakks’ relationships and its manufacturing capabilities marks a significant milestone for the ‘El Chavo’ brand,” said Francisco Arenas, VP, consumer products, Univision Communications. “A full product offering across categories will now complement our toy program with a multiyear first-to-market franchise strategy. Generations of fans will now be able to further experience this unique brand.”